A big part of the creative process is currently being driven by our outdated views of different media platforms.
Example TV ads are still being viewed as only 'creating awareness'; websites perform the function of information and shopping; interactive media traditionally only drives website traffic.
Times have changed:
1. media is more fragmented than ever, there are more choices on more platforms than ever
2. the growth of social interactions enabled through technology has led to massive audience participation
3. peer reviews have become critical in the buying decision
4. the consumer is now in charge and has a very loud voice
So in a consumer in charge world, surely the way we use media to market needs to shift too?
Maybe the role of TV is no longer just awareness, but to actually motivate further participation. Maybe OEM websites should include peer reviews, the ability to share through social profiles and enlist friends' opinions.
.. And if the role of media needs to shift, then the way we execute and and measure success also needs to change. As an example, maybe banner ads should either focus on engagement/participation OR sales and NOT try and do both. Measurement should then either measure the one or the other depending on its purpose.
I've tried to capture this thought in the chart below. Traditional views of the media as well as potentially its new roles.